The Publishers That Put Their Content Directly on Social Platforms

By: Lucia Moses | Digiday

Publishers love social networks for the traffic they send, but the question remains if that inevitably leads them to need to publish directly on those platforms — with the squeamish consequences that could entail.

For now, most publishers are loathe to make that choice, even if Facebook is hinting at it. But for some publishers, particularly without legacy operations to protect, they’re plowing ahead with publishing directly to social platforms, betting that finding audiences where they spend most of their time is more important than business model challenges.